Yesterday I read on Mashable that the new Facebook Profileswas launched. I immediately decided I would give it a try. I also noticed yesterday via my Facebook Newsfeed that our friends over atLikeable Mediaconducted an impromptu survey of their over 14k followers regarding the new profiles. It seemed that the majority of the comments were negative, and I’ll admit that I wasn’t surprised. Partially because every time Facebook rolls out a new release the Facebook faithful tend to grumble. But mostly I realize that most people think about how these changes effect themselves, and not how they effect the manner in which brands engage with their fans on Facebook. Obviously the Facebook team is trying to enhance the user experience, and I think they accomplish that with new Facebook Profiles, but the real story here, in my opinion is what the new Facebook Profiles does for brands engaging in Facebook. Here’s why:

If you take a tertiary look at the new profiles you’ll notice not too much is new other than the size of the images (still tastefully done), and that the information is largely the same (snooze). It’s still very well done, and after you get used the new layout, this is a great enhancement of the old Facebook layout. Take a look at my good friend Jason Hartelius’s profile:

Again, at first glance there isn’t much for Social Media brand managers to get excited about. That is until you start to dig around in the new Facebook Profile and hit the “Info” button. This is where things start to get really exciting and you start to see the genius that is Mark Zuckerberg. Take a look at Jason’s “Info” page:

Once you review his profile you can see all of the brands he’s “liked” as well as the music he’s “liked”. If you’re friends with Jason and you hover your mouse over each image (which is now larger) you’re prompted to “like” the brand, or musician while still remaining on Jason’s page. GENIUS.

This is just another way Facebook is fascilitating the viral spread of brands via the Facebook ecosystem. This is also why Facebook should have Google shuttering in their boots – you’re going to trust your friends over an algorithm any day of the week. If you thought “liking” a page meant nothing, think again.

Which brings me to the top 5 reasons why social media brand managers must be aware of Facebook’s new Profiles:

It’s easier than ever for someone to “like” your page

It’s even more powerful than a paid Advertisement

People trust their friends more than they trust an algorithm

Facebook will continue to enhance profiles to benefit brands

If you have grown organically with the “right” fans, you will only continue to grow within the Facebook ecosystem